Since 2006, one of the most prominent Dutch marketing platforms, Marketingfacts publishes the annual Marketingfacts Yearbook, a summary of the key trends and developments in the field of online marketing. What began in the first year as a thin, helpful guide to the changing online media landscape, has become an over 300 page book covering all facets of online marketing.
This year I was asked to write the chapter on E-business, specifically focussing on the impact of social media, its data, technologies and the Open Business vision on the organization.
The chapter is written from a business perspective: how can digital and social technologies solve (partly) a particular business problem or how can they support achieving vision or objective. The two “foundations” that are valid for any kind of organization are:
- Faster, better, cheaper: If there is something universal in the business landscape, regardless of the industry, challenges and value strategy, then it is to strive for better, faster and cheaper outputs (products, services and communication). Through social media, their insights and technologies in the organization and value chain integration, organizations will be able -for example-, to be faster, better and cheaper in their customer- and market insights, marketing innovation, time-to-market and customer support .
- Intangible assets: We live in a knowledge economy where intangible assets account for 80% of the organization’s value. Digital and social media support and strengthen the intangible assets of an organization. Intangible assets consist of the human-, information- and organization capital.
These two “foundations” support the needs in more effective “knowledge valorization” and sustainable competitive advantage. How to do this based on the business strategy, you can read in the E-business chapter (Dutch only).
The way to a successful integration of digital and social media
To achieve a successful implementation and activation of social media strategy, the organization should focus on four critical areas where they should adapt to these changes. These areas are strategy, skills and knowledge, processes and culture. These can be found in the E-Business chapter.
Contents of the book
The 2012 Yearbook Marketingfacts is divided into fourteen chapters. The topics that are being discussed, are:
- Online advertising
- Affiliate Marketing
- Email Marketing
- Search Engine Marketing
- Online PR and Branding
- Social media
- Mobile marketing
- Online video
- Usability & Design
- Customer service
- Web Analytics
If you are interested you can order here! (Please note: Dutch ONLY)